Cicek Kaya recently opened her first Nahkauf store in the small town of Meudt in the Westerwald. It is the 450th in Germany, and she reveals here why she deliberately chose REWE's Nahkauf brand.
Cicek Kaya had long dreamed of becoming a self-employed food retailer. She has plenty of experience, having worked for many years in the Hüter shopping centre in Wirges, which belongs to REWE West. When it became apparent that the old owner wanted to give up his business, which was supplied by a competing retail group, Cicek Kaya sought dialogue. She had had her eye on the shop, which is located in the centre of the village of Meudt, for some time. And so the shopkeeper didn't have to think twice: "Sometimes wishes come true. The store is only two kilometres from my home and was well known to me, so the decision wasn't difficult," she says. 
Kerime Coskun and Cicek Kaya
In March 2021, the time had finally come and the takeover was finalised. But it was still a while before the opening. The reason: the local community of Meudt, which had a strong interest in ensuring that its 2,000 citizens could continue to buy groceries in the village, thoroughly renovated the property it owned, including the outdoor area and car park.
Regionality is the trump card
And why Nahkauf in particular? For Cicek Kaya, nothing else was an option: "No other competitor offers anything as good. It's reassuring to have a large corporation as a strong partner. I feel I'm in good hands with REWE, the name stands for quality and is known as a local supplier." The concept is good. Specifically: "The PAYBACK programme and the flyer," she says.
Even in the first few days, the saleswoman has learnt to appreciate the tight delivery schedule: "I get fresh fruit, vegetables and mro every day - no one else offers that." Freshness is, of course, a profiling assortment. Two butchers from the neighbourhood supply meat and sausages for the self-service refrigerated shelves. The market, which is only 380 square metres in size, also boasts regional products in other product groups, from honey to beer.
From a large-scale shop to a village shop - that seems extreme. But it was no problem for Cicek Kaya, she made a conscious decision. She wanted to start again - despite the time commitment and responsibility for people, shop and goods, and with clear goals in mind: "If things go well, I can imagine opening a second market in a few years," she laughs.
Store facts
Nahkauf Cicek Kaya
Kirchstraße 17, 56414 Meudt
Team: 10
Square metres: 398
Parking spaces: 20
Opening hours: 7 a.m. to 7 p.m
Opening 2 December 2021
Product range 10,000 articles
Regional suppliers 25
Frequency 350 customers/day
Investment sum of EUR 1.4 million by the municipality as landlord (including purchase of the property), plus the investments by the retailer for furnishings and equipment
In just over a decade, Nahkauf has undergone an impressive image transformation - from wallflower to leading local supplier. In an interview with one_Gespräch, Sales Manager Florian Sörensen reveals the secret of the company's success.
Florian Sörensen
one: The 450th Nahkauf store recently went online in Meudt. Congratulations to the whole team on this achievement! Can you tell us the secret of your success?
Florian Sörensen: Thanks to our new corporate design, we can tailor the format to each location and in close consultation with our retailers and the local communities. Depending on requirements, expectations and resources, our concept allows for individual customisation. In the meantime, we have implemented a great standard together with the REWE management team led by the head of the sales department, Stefan Weiß. Our stores no longer have to hide. Examples of successful expansion in recent years include the Assamstadt, Neukirch, Schmallenberg and Meudt locations. In the south-west region, we have even added a small "green building" to the network. The establishment of a Nahkauf supermarket is always a piece of local development.
one: Cicek Kaya, the owner of the 450th Nahkauf, deliberately chose this brand because there was nothing comparable in the German retail sector.
Sörensen: That's right, the shop design, range of goods and services are all of a piece. The extraordinarily good results of the customer surveys at the POS are impressive proof that we are doing a lot of things right. They have developed sensationally over the years. We attach great importance to customer orientation. Payback has also been contributing to customer loyalty for almost a year now.
one: Will it continue like this? Or to put it directly: when will you reach 500?
Sörensen: We are currently working on many interesting topics. We still have a lot planned, also in terms of expansion. Let us surprise you soon!
March 2021 saw the launch of Payback at Nahkauf
Collecting bonus points pays off. For customers, but also for the Nahkauf teams. Those who achieved a particularly high proportion of sales through Payback could now look forward to prize money.
Proximity to the consumer is undoubtedly one of Nahkauf's key strengths. Retailers and employees have their ear very close to their customers. For almost a year now, they have been rewarding their loyalty with Payback points in addition to the usual great attention. In order to create even more incentive in the stores to actively promote the bonus programme, the Nahkauf management announced a competition. Taking part paid off: "Payback revenue increased significantly almost everywhere, at peak times by up to 200 per cent," congratulated national Nahkauf sales manager Florian Sörensen. "They have impressively demonstrated what is possible with the right commitment and achieved top Payback revenues," said Sörensen, praising the teams' efforts. The three best teams in each league were delighted to receive grants for their team coffers. The trophy in the "Champions League" was won by the team of businesswoman Heike Glöser-Laukel. Second place went to the Markt Zöschen operating company in the East region. Bronze went to the Nahkauf South region with the Bülow family.
Florian Sörensen: "Once again, the checkout question proved to be a guarantee of success. If you ask your customers for their Payback card when they pay, they will pull it out - but without the checkout question, they often forget about it. Many customers remain loyal to Nahkauf precisely because of the opportunity to collect points."
